New offering integrates data from inventory systems, product catalogs, Merchant Center and Product Listing Ad campaigns to easily identify, select and advertise the most relevant products on Facebook
Chicago (October 1, 2013) – Kenshoo Social (www.KenshooSocial.com), a global social marketing platform, today at Shop.org Annual Summit 2013 unveiled its latest innovation, Demand-Driven Campaigns. Kenshoo Social Demand-Driven CampaignsTM (DDC) is the first solution to enable direct response marketers in retail, travel, education and other industries to easily create and manage product-specific advertising on Facebook based on demand signals of top performing products from marketers’ internal systems, Product Listing Ad (PLA) campaigns, and general paid search efforts.
“Advertisers have found it challenging to anticipate which products are likely to perform well on Facebook and maintain consistent performance and spend,” said Sam Bloom, GM Interactive at Camelot Communications. “With Demand-Driven Campaigns, Kenshoo Social has found the way to make Facebook an ‘always-on’ channel and has removed much of the guesswork and expense of product-level advertising on Facebook by leveraging powerful performance signals from other channels.”
“We embraced Kenshoo Social Demand-Driven Campaigns and instantly cut the time required to design and activate Facebook product ad campaigns from 1 week down to a just few hours,” said Jeremy Post, director of acquisition marketing at vintage-inspired clothing retailer, ModCloth.
Designed to improve the relevancy, performance and efficiency of product-specific campaigns on Facebook, Demand-Driven Campaigns automate the process of listening to other channels, identifying top trending or high-performing products by revenue, reviews and other metrics, and quickly creating and launching campaigns based on performance signals to drive demand. In a test for a major apparel retailer, Kenshoo Social DDC reduced time-to-market for Facebook ads by over 75 percent while outperforming non-demand driven Facebook ad campaigns:
- Click-through rate increased 62 percent
- Cost-per-action decreased 45 percent
- Cost-per-click decreased 23 percent
- Conversion rates increased 41 percent
- Return on investment increased 62 percent
“Search campaigns and inventory feeds have helped marketers gauge product demand for more than a decade, but the process has always required a lot of manual time and attention to ensure products performing well in one channel get the promotional attention they deserve in others,” said Will Martin-Gill, SVP of Product at Kenshoo. “With Demand-Driven Campaigns, Kenshoo Social replaces the labor-intensive process with an automated approach that enables direct response marketers to leverage Facebook as an evergreen and profitable marketing channel.”
In addition to quickly creating and activating Facebook ads for top performing products, Demand-Driven Campaigns also help marketers keep social ad campaigns updated over time by using dynamic product attributes (brand, color, price, inventory levels, etc.) to create customized ad copy and images. Furthermore, Kenshoo Social DDC supports all Facebook audience targeting options, such as Partner Categories, Lookalike Audiences and Custom Audience exclusion, enabling advertisers to granularly define and target new prospects as well as existing customers. Combined with Kenshoo Social’s native Facebook Exchange (FBX) solutions, marketers can now easily create a closed-loop direct response advertising program on Facebook.
Demand-Driven Campaigns work directly with advertiser inventory feeds, and marketers already running Product Listing Ad (PLA) campaigns through Kenshoo can leverage this completely turnkey solution to immediately launch Demand-Driven Campaigns and begin driving direct response results from Facebook ads.
Please visit Booth #1305 at Shop.org or KenshooSocial.com/DDC for more information about Kenshoo Social Demand-Driven Campaigns.
About Kenshoo Social
The mission of Kenshoo Social is to activate and illuminate the value of social media with breakthrough technology that drives results. Kenshoo Social offers a global social advertising technology platform that automates workflow and improves performance across Facebook, Twitter, and other social networks. Through Kenshoo Social, marketers can optimize social reach and discover the highest value customers. Kenshoo Social is built on the Kenshoo Universal Platform, a scalable infrastructure that bridges the gap between owned, paid, and earned media for cross-channel measurement and optimization. Kenshoo is the only Facebook Strategic Preferred Marketing Developer with native solutions for Facebook Ads, Mobile Measurement, FBX, Twitter Ads API, Google AdWords API, & Bing Ads API. Please visit KenshooSocial.com, Facebook.com/KenshooSocial, or Twitter.com/KenshooSocial for more information.
Kenshoo is a digital marketing technology company that engineers premium solutions for search marketing, social media and online advertising. Brands, agencies and developers use Kenshoo Search, Kenshoo Social, Kenshoo Local and Kenshoo SmartPath to direct more than $25 billion in annual client sales revenue. The Kenshoo platform delivers Infinite Optimization™ through closed-loop targeting, universal integration, and dynamic attribution. Kenshoo’s adaptive technology, proven algorithms, and unmatched scale power campaigns in more than 190 countries for nearly half of the Fortune 50 and all 10 top global ad agency networks. Kenshoo clients include CareerBuilder, Expedia, Facebook, KAYAK, Havas Media, iREP, John Lewis, Resolution Media, Sears, Starcom MediaVest Group, Tesco, Travelocity, Walgreens, and Zappos. Kenshoo has 16 international locations and is backed by Sequoia Capital, Arts Alliance and Tenaya Capital. Please visit www.Kenshoo.com for more information.
Kenshoo brand and product names are trademarks of Kenshoo Ltd. Facebook® is a registered trademark of Facebook, Inc. Other company and brand names may be trademarks of their respective owners.